Exam 17: Integrating Direct Marketing and Personal Selling

A shoe retailer uses its marketing database to run an RFM analysis on its customers.The F in RFM stands for frequency and refers to the number of times a customer

Scenario 17-3 As the number of firms utilizing direct marketing continues to grow, so too does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One outlet firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number U.S.companies hope to build stronger and more useful marketing databases. -(Scenario 17-3) Which of the following is an essential application of the marketing database?

The development and expansion of ____ and ____, are among several societal factors that are driving the growing popularity of direct marketing today.

Two broad categories of mailing lists should be recognized by marketers.They begin with ____ lists as the starting point for developing better relationships with current customers.Then they can purchase ____ lists to cultivate new business.

A busy mother of four children is concerned with issues of privacy and doesn't want her family phone number on mailing lists.What can she do?

What is one main reason why direct marketing has grown in popularity?

Scenario 17-3 As the number of firms utilizing direct marketing continues to grow, so too does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One outlet firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number U.S.companies hope to build stronger and more useful marketing databases. -(Scenario 17-3) What effect has the Internet had on the privacy concern regarding direct marketing?

A direct marketer promoting a service industry uses both internal and external lists.In essence, what is one main difference between these two types of lists?

What is meant by the term direct marketing? What elements have contributed to its growth and popularity in recent years? What are the three principal purposes that a direct marketing program could serve for a company?

A nationwide restaurant chain is considering the use of a direct mail piece to reach potential customers.Managers of the company should realize that two negatives related to this tactic are the high cost per contact and the

Customer relationship management, or CRM, is just what the term implies.It involves cultivating long-term relationships with customers.

Scenario 17-3 As the number of firms utilizing direct marketing continues to grow, so too does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One outlet firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number U.S.companies hope to build stronger and more useful marketing databases. -(Scenario 17-3) Which of the following is often referred to as the most controversial of the various direct marketing methods?

How might the establishment of a marketing database create problems between a company and its advertising agency?

Personal selling is

Cross-selling involves marketing

Scenario 17-2 AmericanProfile is an e-technology company.It allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information regardless of where it resides-all from its Web browser.So, AmericanProfile can share content across connected servers with partners, suppliers, customers, and employees to form an e-business content network.And it all happens in real time. -(Scenario 17-2) One of the magazine publishers AmericanProfile has studied collects data at its website about readers of one of its health and fitness magazines.The publisher uses direct mail to try to get these readers to subscribe to another one of its publications, one that focuses on nutrition.This practice is known as

What are the three main purposes of direct marketing programs?

Scenario 17-4 Trapper's Lake Lodge is rustic hotel situated on a large lake in the Flat Tops Wilderness Area.The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location 250 miles away from a major airport.Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season.Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again.Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved.So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors. -(Scenario 17-4) After the initial contact, the managers have identified about two dozen potential new visitors who live in and around the closest big city, the one that is about 250 miles away.They decide to start with this group.They want to send a sales rep to host a casual buffet dinner for these potential guests along with the current customers who recommended them.The rep will promote the features of the recreational facility and drum up sales from both returning and new customers.What will this person be doing to support the lodge's direct marketing process?

Scenario 17-2 AmericanProfile is an e-technology company.It allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information regardless of where it resides-all from its Web browser.So, AmericanProfile can share content across connected servers with partners, suppliers, customers, and employees to form an e-business content network.And it all happens in real time. -(Scenario 17-2) Like many firms, AmericanProfile uses an RFM analysis to identify certain groups of high-profile customers and analyze their habits across three criteria.This is why RFM stands for

What is one of the keys to success for an infomercial?